Navigation Links
College students respond better to positive anti-binge drinking messages
Date:6/1/2011

COLUMBIA, Mo. Binge drinking among college students has long been viewed as dangerous and destructive. Government and non-profit health organizations spend millions of dollars annually on public service announcements (PSAs) aimed at dissuading college students from hazardous drinking habits. These organizations primarily use "loss-framed", or negative messages to show the dangers of binge drinking. Now, University of Missouri researchers have found that "gain-framed", or positive messages are much more effective in convincing college students to abandon binge drinking.Gain-framed messages portray a positive reason for avoiding risky behavior such as improved grades or more fulfilling relationships. Alternatively, a loss-framed message would focus on negative consequences, such as failing school or suffering from health problems. Through in-depth interviews of college students, Joonghwa Lee, a doctoral candidate at the Missouri School of Journalism, identified four areas of interest for college students regarding the effects of binge drinking: relationships, academic success, health, and control safety.

"We found that gain-framed anti-binge drinking messages featuring relationships and academic performance were much more effective in convincing students to avoid binge drinking than negative messages," Lee said. "College students want to know how an action will help them, not how they could be hurt. Not many college students respond well to threats."For the study, participants received either gain-framed or loss-framed printed PSA messages addressing each of the four areas of interest. The researchers observed that participants responded most positively to gain-framed messages showing that avoiding binge drinking increases the quality of relationships. Academic success was ranked second, followed by messages touting better health to those who do not binge drink. Seoyeon Kim, a masters student at the Missouri School of Journalism believes this study shows the need for increased use of gain-framed messages when addressing college students.

"When we looked for examples of existing gain-framed anti-binge drinking PSAs, we found very few," Kim said. "Our results suggest that when practitioners plan college binge drinking prevention messages, they need to ensure that the audience-specific content has potential value. Different audiences respond differently to various message framing styles. Practitioners should better evaluate their audience to make their messages more effective."

Because this study focused on printed PSAs, Lee hopes to continue this line of research by looking into message framing for social media and online PSAs. This study was co-authored by Paul Bolls, an associate professor at the Missouri School of Journalism. The study was presented at the Health Communications Division of the International Communications Conference in May.


'/>"/>

Contact: Nathan Hurst
hurstn@missouri.edu
573-882-6217
University of Missouri-Columbia
Source:Eurekalert

Related medicine news :

1. College Age Females Can Kiss Chlamydia Goodbye for Valentines Day
2. Majority of Americans Approve of President Obamas Handling of Afghanistan and National Security But Disapprove of Handling of Economic Issues, Per Franklin & Marshall College Poll With Hearst Television
3. Parents Divorce Doesnt Harm College-Age Kids
4. Jefferson surgeon receives outstanding performance award from American College Of Surgeons
5. GateWay Community College Receives Strong Endorsement for Re-accreditation
6. With Launch of a Rocket Composter, Northwest State Community College opens a new frontier in green technology in the US.
7. InterAmerican College Announces Certification of Master of Science in Nursing - Family Nurse Practitioner Program
8. Sharing Miracles Television Program to Feature Legendary College Football Coach Bobby Bowden
9. CDI College Opens a New Campus in Richmond
10. High School Student's College Prerequisite: Save Five Thousand Lives in Africa. Teen Supports Nothing But Nets in Malaria Fight
11. PCU College of Holistic Medicine Launches New Website
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:3/23/2017)... ... March 23, 2017 , ... ... Angeles based healthcare technology company California Healthcom Group (CHG). , The HUG ... healthcare arena. With headquarters in California, CHG is a growing, internationally recognized healthcare ...
(Date:3/23/2017)... ... March 23, 2017 , ... After raising more than $1.135 million ($1,479,231 ... travel pillow in crowdfunding history, has established a U.S. Headquarters in New ... innovation to Americans. , “We’re excited to be operating on U.S. shores, where most ...
(Date:3/23/2017)... ... 23, 2017 , ... According to the National Sleep Foundation , poor ... the only cause of the sunken-eye look, which can include dark circles or bags ... poor health are likely due to genetics, dehydration, allergies, and losing fat beneath the ...
(Date:3/23/2017)... ... 23, 2017 , ... The American Board of Quality Assurance and Utilization Review ... dedication to Health Care Quality and Management and Patient Safety. , It is with ... association, but also to the Health Care Quality and Patient Safety movements. Diplomates and ...
(Date:3/23/2017)... , ... March 23, 2017 , ... The Boulevard is ... - 2pm. All events will be located in the Main West Entrance of ... no-cost Child ID event. No appointment is necessary and each child with a parent ...
Breaking Medicine News(10 mins):
(Date:3/23/2017)... 23, 2017 Executive ... through extensive primary research (inputs from industry experts, ... to present the analysis of global heart valve ... and Repair); Replacement Procedure By Technique (Mechanical, Bioprosthetic, ... (Surgical Devices, Balloon Valvuloplasty, Transcatheter Mitral Valve Repair ...
(Date:3/23/2017)... , March 23, 2017  The U.S. Food ... (avelumab) for the treatment of adults and pediatric patients ... (MCC), including those who have not received prior chemotherapy. ... a rare, aggressive form of skin cancer. ... cancers, patients with a rare form called Merkel cell ...
(Date:3/23/2017)... VANCOUVER, British Columbia , March 23, ... ) (the "Company" or "Sophiris"), a clinical late-stage biopharmaceutical ... diseases, today announced that data from its successful Phase ... a focal treatment for localized prostate cancer, will be ... the 32 nd Annual European Association of Urology ...
Breaking Medicine Technology: